The final hierarchy model shown in figure 53 is the information processing model of advertising effects, developed by william mcguire. Many of the principles that underlie consumer judgment and decision making are similar to those that have been identified in research on social information. As seen in graph 1 the process begins with exposure which is. Once information is acquired, consumers must process it.
When faced with a choice, the consumer rarely undertakes very complex analyses of available alternatives. Bettmans information processing model of consumer choice 1979. Paying attention attention means to focus cognitive resources on and think about a message to which one has been exposed. Deseriptive models of consumer behavior, one aspect of this problem, are the focus in this paper. Spot and avoid scams and unfair, deceptive, and fraudulent business practices with tips from the ftc, americas consumer protection agency. To understand how consumers process information will help us refine our messages so that they will survive until the point that a consumer will actually use it. Components of consumer information processing case study. Many of the principles that underlie consumer judgment and decision making are similar to those that have been identified in research on social information processing.
To deal with this problem, consumers are likely to select choice strategies that make product selection an easy process. Bettman introduced a consumer behavior model in 1979, which bases itself on the information processing that takes place within a consumer. Using the newell, shaw, and simon postulates for an information processing theory of human problem solving, decision net models were constructed. Its foundation is a model of the deception process that draws on. Consumer information processing and its importance to the business the components of the consumer information processing are important to the business in various aspects. Exposure is a primary step for contacting with customers. The buying process starts when the buyer recognizes a problem or need. Consumer information processing the process through which consumers are exposed to information attend to it comprehend it.
Marketers are interested in information processing because it determines which information consumers remember and how this information is used. It is known that the brain works in a set sequence, as does a computer. Being exposed to information exposure means that consumers come in contact with the marketers message they see a magazine ad, hear radio commercial etc. The consumer informationprocessing process, that considers how external stimuli are processed, retained in and recalled from consumer memory, is. Attention means to focus cognitive resources on and think about a message to which one has been exposed. Yet normative models can provide insights and testable hypotheses as to how consumers process information and thus contribute to the descriptive modeling.
Information is taken in through the senses, the information is then put. Depending on the theory, these limitations occur at different points in information processing, but it is widely held in all models that there are. Related research indicates that communication effectiveness is in part driven by consumers. Consumer processing model stage 1 exposure to information when consumers see a marketers message, if it s on tv, radio or in a magazine. A normative model of consumer information processing. First, it is important to note that the volume of sales as well as the profitability of the business depends on the consumer buying behavior. Eight general principles that cut across both domains are identified, pertaining to cognitive efficiency, knowledge accessibility, persistence, awareness, the role of. Specifically, it focuses on aspects of memory encoding and. Rethinking the information dimension of marketing dialnet. The eight stages of consumer information processing cpm 1. Want a convenient adfree pdf ebook of the summaries and guides on this site. A reexamination of cdm models is arguably long overdue as the most commonly taught model of cdm variants of he mccarthy et al. Consumer information processing for different information structures and formats abstract consumer information processing behavior is influenced by the structure and format of the available product information alternatives x attributes in the choice task.
The key elements of this model are that it views learning and memory as discontinuous and multistaged. Instead, the consumer typically employs simple decision strategies or heuristics. A normative model of consumer information processing informs. Consumer information processing wiley online library. Its very important to understand this process because when we are communicating with our consumers there is always the risk of losing our messages on the way. Information processing models of consumer behavior introduction so that better decisions can be made by marketers within the context of marketing systems, decision making by firms and by consumers must be understood. Decision making is a recurrent behavior of both consumers and business people. Gaining success is important but success mostly depends on. Information processing versus social cognitive mediators of weight loss in a podcastdelivered health intervention. Information processing will be both stimulus driven and concept driven moital 2007. Traumatic brain injury model system consumer information problems with processing and understanding information after brain injury, a persons ability to process and understand information often slows down, resulting in the following problems.
Information processing models of consumer behavior james r. Pdf a theory of social information processing researchgate. A model of information processing the nature of recognition noting key features of a stimulus and relating them to already stored information the impact of attention selective focusing on a portion of the information currently stored in the sensory register what we attend to is influenced by information in longterm memory. Traditionally, the most widely used model of information processing is the stage theory model, based on the work of atkinson and shiffrin 1968.
The sequence goes, receives input, processes the information, and deliver output. Information processing versus social cognitive mediators. Information processing and decision making cognitive aspects of. Bettmans information processing model of consumer choice. Information processing is a process whereby stimuli is perceived, transformed into meaningful information and then stored. Dual process models, such as the elaboration likelihood model elm or the heuristic systematic model, suggest that there are two qualitatively different routes to. Further reproduction prohibited without permission. Sheth 1973 developed a model of industrial buyer behavior model focusing on the decision m. Consumer processing model cpm the consumer processing model shows marketers how buyers make decisions in a rational, systematic, and reasoned way. Eight general principles that cut across both domains are identified, pertaining to cognitive efficiency, knowledge accessibility, persistence, awareness, the role of implicit theories, communication norms, subjective reactions, and information integration.
Toward an integrative framework the authors provide a framework and a set of research propositions that capture and extend current theory on information processing from advertisements. The influence of interactivity and information overload on consumers intent to purchase online raushan gross greensboro college abstract the study examined factors that influence virtual online consumer decision making by. This need can be triggered by internal stimuli such as feeling hungry or thirsty or external stimuli such as seeing an advertisement that then becomes a drive. So that better decisions can be made by marketers within the context of marketing. The assael model appendix 5 identified four different. Therefore, the purpose of this study is to investigate how different media and devices impact the consumer information processing model as the current research within the area has only focused on motives.
But whether such potential is being realized by most. A model of information search is proposed which assumes that a consumer chooses the next piece of information so as to maximize his expected value of sample information. To understand how consumers process information will help us refine our messages so that they will survive until the point that a. By the same token, associations with the firm behind a tv set. According to him, the consumer is central to a host of information processing activities. Information processing theory discusses the mechanisms through which learning occurs. Crossref us and french generation x, journal of euromarketing, vol. Information processing models of consumer behavior james. Consumer information processing cip research seems ideally suited to inform policy. In bettman information processing model, the consumer is portrayed as possessing a limited capacity for processing information. The iptselaboration likelihood model, information control theory, and cognitive load theorymediated the effect of a theorybased podcast on weight loss.
Information processing models of consumer behavior james r bettman jmr, journal of marketing research pre1986. Using fhe newell, shaw, and simon postulates for an information processing theory of human problem solving, decision net models were constructed for two individual consumers choices of grocery products. Topic 7 consumer information acquisition and processing. The impact of multiscreening on the consumer information. Consumer behavior in a variety of domains is then discussed within the framework of these principles, emphasizing comprehension, categorization, the cognitive and motivational influence of subjective reactions, inference processes, and. However, unique considerations arise in applying them. The models were tested against actual data, and the resulting predictions were highly accurate. In this doctoral work, our ambition is to analyze consumers decisionmaking process and its effect on their preferences and choices of food product, with an aim. A replication, journal of business research 48, 515. Exposure means that consumers come in contact with the marketers message they see a magazine ad, hear radio commercial etc.
Enhancing and measuring consumers motivation, opportunity, and ability to process brand information from ads considerable research suggests that advertising executional cues can influence communication effec tiveness. Action stage 2 factors accounting for attention selectivity stimulus intensity sound, color, smell novel stimuli creative eye catching past experience rewards. Pdf information processing in consumers decisionmaking process. Enhancing and measuring consumers motivation, opportunity. Journal of international business research and marketing. A theoretical analysis and research guidelines girish punj university of connecticut abstract recent empirical data on online shopping suggests that consumers have the potential to make better quality decisions while shopping on the web. A descriptive study 11 i ndustrial b uyer d ecision m odel jagdish n. Consumer information processing for different information. Consumer behaviour and marketing action learning objectives after studying this chapter, you will be able to understand. First, there is the assumption of a limited capacity. Download the official learning theories in plain english ebook vol. The information processing theory in basic form is that the human brain is compared to a computer or basic processor. Consumer information processing imc planning process. You will see that in the cluttered environment of today, its critical to communicate with the consumers using all means consistently and ideally in a very simple and synergetic way.
306 1014 908 20 310 164 155 637 841 698 1457 658 1545 429 49 1363 706 690 37 119 1100 908 1085 1219 1156 1327 571 193 1492 360 1227